Un modello multicriterio "fuzzy" per la valutazione di strategie di marketing : applicazione al settore distributivo del comparto delle produzioni biologiche

The extent of effectiveness of the marketing actions taken in the biological products re-tail sector plays the important role of checking and monitoring the choices adopted and their impact on the habitual consumer. This work illustrates the way a multi-criterion model may support or optimise a market strategy as brought about by a retail network of the biological sector through the help of the consumer’s feeling and the marketing expert. The model has been carried out taking advantage of the information, the quality of which has been codified according to the “fuzzy” logic.